In a crisis, decision making doesn’t stop, it shifts to the safest source of truth. During turbulent times, some buyers might consider deferring investments and holding back on transformation projects. However in many industries, stagnation equates to losing market share and increased risks. IDC and other analysts forecast investment in AI and cybersecurity to continue increasing: businesses need to both innovate and protect to survive. Yet every dollar spent is under far more scrutiny than before. Executives want reassurance. Procurement wants proof. And everyone wants to avoid costly mistakes.
Over 70% of technology buyers turn to industry analysts for guidance, to make sense of a crowded market, validate internal thinking and reduce risk –even more so during uncertain times. That’s why Gartner’s research and advisory revenue grew by 9% during the COVID-19 pandemic. Other firms we’ve spoken with, such as Forrester, also report a sharp rise in advisory and inquiries during tech shifts (eg. AI) but also during economic downturns (eg. 2001, 2008). That’s why now is the time to over-index on AR.
Technology buyers look to industry analysts as the market pulse. They use vendor evaluation reports like the Gartner Magic Quadrant, the Forrester Wave or whichever shape they find more convincing from the plethora of alternative MQ reports out there, to validate their internal decision making. Many technology buying groups use analyst inquiry calls as part of formal procurement processes, budget reviews budgets and digital transformation plans before a vendor name is even uttered. In IT outsourcing, contract reviews and sourcing advisors are the norm which helps them weather economic storms.
So do those industry analysts know who you are?
Buyers will come back around, but only if they remember you or if someone they trust recommends you. And when markets are volatile and trust is in short supply, analysts matter more than ever. In fact, 87% of B2B buyers prefer content from trusted industry influencers over vendor-created materials. And analysts rank just behind peers as the most credible source in B2B buying processes. That makes them decision-making accelerators, and it’s key to have them on your side.
Analysts help vendors maintain visibility during purchasing cycles and can ensure your name is put out there early in the buying process. Analyst influence is rarely neat. It won’t show up as an MQL in your CRM or sit cleanly in attribution models. But in today’s messy, multi-touch buying journey, analysts quietly shape every strand of the sales spaghetti monster. A single endorsement in an inquiry call or a mention in a report can tip a deal your way —or someone else’s. It’s clear that analyst advocates can be the difference between being on a buyers radar when they’re ready to purchase and playing catch-up when you think the market is ready.
Internally, vendors should also leverage analyst insights to adapt reactively. Analysts have their fingers on the pulse and will know where to exploit new opportunities. They know where both vendors and buyers are investing or divesting and generally are excellent a picking up weak signals. They can act as an insurance policy to help you ensure a better product-market fit, avoid wastage and seize opportunities as they become more scarce.
Over-index on AR to reach buyers during times of volatility.
Build a bench of analyst advocates today so that they’re ready to recommend you when it counts most. Maybe you trim some underused analyst research subscriptions or pause a few custom content projects, but pulling back on AR entirely? That’s how you fall behind your competitors in the world of analyst influence.
Avoid disappearing from view, as it can send the wrong signal. If analysts stop hearing from you, they may assume your business is struggling – rightfully or wrongfully. And if you haven’t started your AR journey yet, don’t just cross your fingers and wait to be discovered. Show up early, stay consistent and establish yourself as a serious contender. The market rewards those who are remembered.
Check out our latest transmissions.
- De-risking in a downturn: Why AR is a 100x ROI tactic?
- How will a mature AR programme supercharge your business?
- How to surf the Forrester Wave.
